Event Agenda

 

8:00 AM

Breakfast & Registration

9:00 AM

Featured Speaker:

Humanizing your email program: How to transcend the digital revolution by using the essential ability to communicate person-to-person

Flint McGlaughlin, Managing Director, MECLABS Institute

Flint McGlaughlin, Managing Director, MECLABS Institute

How do I get the most value from the complex technology investments my company has made? How do I transform a list of email address into a group of significant relationships? Should my email be a one-way monologue or a two-way dialogue?

In this session, featured speaker Flint McGlaughlin, Managing Director and CEO, MECLABS Institute, will reveal four fundamental principles that guide effective communication and provide examples of how these principles can be used to transform your entire email program.

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10:50 AM

Featured Speaker:

Why Things Catch On: How marketers can generate word-of-mouth with 6 basic principles

Jonah Berger, Marketing Professor, The Wharton School

Jonah Berger, Marketing Professor, The Wharton School

Why do some things catch on? Why do people talk about certain products and ideas more than others? This talk reveals the secret science behind word of mouth and social transmission. Discover how six basic principles drive all sorts of things to become popular. If you’ve ever wondered why certain stories get shared, brands achieve more word of mouth, or videos go viral, this session will explain why, and show how to leverage these ideas to craft contagious content.

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11:40 AM

Networking Break

courtesy of  Maropost

12:00 PM

Breakout: Skills

Delivering Value: How LinkedIn serves its audience in 5 essential ways

Damien Coullon, Senior Product Manager, LinkedIn
Stephen Hiller, Lead Web Developer, LinkedIn

LinkedIn, the world’s largest professional network, manages an email database with more than 332 million members. As you might imagine, managing preferences and interests for such a large, diverse group of people is an exciting challenge. Most product managers at LinkedIn aren’t selling a product — they’re simply trying to provide members with useful content that makes them more productive and successful. The question is: When you have multiple teams who all need to communicate with members, how do you effectively manage common issues that all businesses recognize — send frequency, message relevance, user fatigue and more?

In this session, Damien Coullon, Senior Product Manager and Stephen Hiller, Lead Web Developer, both of LinkedIn, will pull back the curtain on the social media giant’s email program to explain how the email team was able to:

  • Increase total clicks
  • Reduce email send volume
  • Reduce email unsubscribe rate
  • Provide more value to members

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Breakout: Strategy

How to Keep Subscribers Engaged with Your Brand via Personalized Content

Diana Primeau, Director of Member Services, CNET

See how CNET created content sends and segmented programs to engage and retain users

Growing your email subscriber base is not enough — you must engage new users right away with interesting and relevant content so they stay connected with your brand for the long term. Diana Primeau, Director of Member Services, CNET, will walk you through how the technology and electronics media website developed a welcome and nurturing email series to not only draw in new subscribers, but also retain them. In this session, Primeau will also detail how CNET better engaged existing subscribers through segmented programs based on user behavior.

You'll learn how to:

  • Select content that will appeal to subscribers the most
  • Discover the optimal number of sends in a series
  • Determine what behaviors (or inaction) should trigger the next email in a series
  • Test and measure results

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What is a Marketing Skills Session? Focused on the individuals that do the creative and analytical work each day. In these sessions, you will learn how to hone in on your skills in messaging, design and analytics.

This track is brought to you by  Inbox Group

 

What is a Marketing Strategy Session? In this type of session, you will learn how to cast a direction and implement long-term planning in an ever-changing digital landscape.

This track is brought to you by  Epsilon

Breakout: Skills

Delivering Value: How LinkedIn serves its audience in 5 essential ways

Damien Coullon, Senior Product Manager, LinkedIn
Stephen Hiller, Lead Web Developer, LinkedIn

LinkedIn, the world’s largest professional network, manages an email database with more than 332 million members. As you might imagine, managing preferences and interests for such a large, diverse group of people is an exciting challenge. Most product managers at LinkedIn aren’t selling a product — they’re simply trying to provide members with useful content that makes them more productive and successful. The question is: When you have multiple teams who all need to communicate with members, how do you effectively manage common issues that all businesses recognize — send frequency, message relevance, user fatigue and more?

In this session, Damien Coullon, Senior Product Manager and Stephen Hiller, Lead Web Developer, both of LinkedIn, will pull back the curtain on the social media giant’s email program to explain how the email team was able to:

  • Increase total clicks
  • Reduce email send volume
  • Reduce email unsubscribe rate
  • Provide more value to members

video-button-small

What is a Marketing Skills Session? Focused on the individuals that do the creative and analytical work each day. In these sessions, you will learn how to hone in on your skills in messaging, design and analytics.

This track is brought to you by  Inbox Group

Breakout: Strategy

How to Keep Subscribers Engaged with Your Brand via Personalized Content

Diana Primeau, Director of Member Services, CNET

See how CNET created content sends and segmented programs to engage and retain users

Growing your email subscriber base is not enough — you must engage new users right away with interesting and relevant content so they stay connected with your brand for the long term. Diana Primeau, Director of Member Services, CNET, will walk you through how the technology and electronics media website developed a welcome and nurturing email series to not only draw in new subscribers, but also retain them. In this session, Primeau will also detail how CNET better engaged existing subscribers through segmented programs based on user behavior.

You'll learn how to:

  • Select content that will appeal to subscribers the most
  • Discover the optimal number of sends in a series
  • Determine what behaviors (or inaction) should trigger the next email in a series
  • Test and measure results

video-button-small

What is a Marketing Strategy Session? In this type of session, you will learn how to cast a direction and implement long-term planning in an ever-changing digital landscape.

This track is brought to you by  Epsilon

12:30 PM

Lunch

courtesy of  Maropost

 

Solutions Theater:

Email Optimization in 2015: New technology, new tactics

Tami Forman, Vice President of Corporate Communications, Return Path

New data and analytical approaches are redirecting the evolution of email marketing optimization. Return Path’s Tami Forman will highlight the latest metrics and tools available to marketers to understand their subscribers, how to engage with campaigns and how new insights can reshape marketing strategy to drive stronger performance and deeper knowledge of customer relationships within and beyond email.

Lunch

courtesy of  Maropost

Solutions Theater:

Email Optimization in 2015: New technology, new tactics

Tami Forman, Vice President of Corporate Communications, Return Path

New data and analytical approaches are redirecting the evolution of email marketing optimization. Return Path’s Tami Forman will highlight the latest metrics and tools available to marketers to understand their subscribers, how to engage with campaigns and how new insights can reshape marketing strategy to drive stronger performance and deeper knowledge of customer relationships within and beyond email.

1:30 PM

Hands-on Live Test Lab

Learn how to improve your already successful marketing

Tessa Srebro, Lead Generation and Marketing Associate, VolunteerMatch
Lauren Wagner, Senior Manager, Engagement, VolunteerMatch

Tessa Srebro, Lead Generation and Marketing Associate, VolunteerMatch
Lauren Wagner, Senior Manager, Engagement, VolunteerMatch

Most attendees of Email Summit are above-average, already successful marketers, so their challenges are:

  • What do I do next?
  • How do I take what is already working and make it better?
  • How do I prioritize all the possible changes I could make to invest in the ones that will be most effective?

No speaker or session at Email Summit can answer these questions for you. The only place you can get these answers is from your customers.

In this hands-on, interactive session, Email Summit attendees will learn how to use email to conduct behavioral research on their customers by working through a real-life example. As a bonus, the example is a nonprofit organization, so your efforts will have a positive effect on communities around the world.

VolunteerMatch creates close to $1 billion in social value each year. In this session, Tessa Srebro, Lead Generation and Marketing Associate, and Lauren Wagner, Senior Manager of Engagement, both of VolunteerMatch, will share how they’ve decreased VolunteerMatch’s sales cycle by 99%.

They’ll then present their current challenge and, with Jon Powell, Senior Manager of Executive Content, MECLABS Institute, walk you through a series of exercises to create a marketing experiment focused on learning from customers what is the most effective next step to take.

Finally, your creation may be chosen to be tested over the next 24 hours with VolunteerMatch’s real audience and the results presented to you on day two as a public example of how you can replicate this marketing experiment with your own customers.

2:00 PM

2015 MarketingSherpa Award Winner:

Best B2B Email Campaign: Ferguson   (learn more)

Mary Abrahamson, Email Marketing Specialist, Ferguson

Mary Abrahamson, Email Marketing Specialist, Ferguson

How Ferguson Enterprises generated over $10 million in online revenue by enriching their customer experience

When your customers are as varied as the local plumber, mechanical contractors responsible for multi-million dollar HVAC systems and interior designers, you have to find ways to tailor your marketing and content to your customers’ needs, both digitally and offline.

In this session, Mary Abrahamson, Email Marketing Specialist, Ferguson Enterprises, will share the customer journey through two personas as consumers received targeted content and offers while moving through the funnel of the largest plumbing wholesaler in North America.

In this session, you will learn how the team at Ferguson:

  • Generated $10,591,056 (and counting) in online revenue with a $92,676 average spend per customer from trade show attendees in 2014
  • Signed up 323 customers to its B2B ecommerce platform, resulting in a higher customer value and lower cost to serve
  • Overcame a legacy “green screen ERP,” which didn’t capture email information, by using app-based, in-person signup to capture 80% of customers not in the database
  • Grew from zero to 97 marketing automation campaigns in 12 months

 

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courtesy of

BlueHornet

 

2:35 PM

Roundtables

 

Share your wisdom and get advice from your peers at expert-led roundtable discussions. You will learn about industry trends, exchange ideas and work through common challenges in the current digital marketing landscape. There’s a table for every topic and skill level, ranging from overall marketing strategy to social media to technology.

Don’t worry; there are no sales-pitches allowed — only practical and educational conversation.

Save your seat for a roundtable discussion at MarketingSherpa.com/SignUp

3:10 PM

Sponsor Exhibition

 

Interested in learning more about what’s new in email marketing? See how our sponsors can help you achieve your goals in 2015. Meet thought leaders, discuss what’s going on in your organization and find solutions that fit for your needs. You can also use this time to connect with vendors you already have, ask questions about the platform or service and get advice on current challenges and trends.

 

Solutions Theater:

Get to Know Maropost: The Platform, the differentiators

Ross Andrew, CEO, Maropost

Who is Maropost — your titanium sponsor at Email Summit 2015?

The Maropost digital marketing platform enables marketers to use email, mobile, social and the Web to deliver integrated campaigns in simple and intuitive manner.

In this session, Ross Andrew, CEO, will discuss the inception and history of Maropost and explore the Maropost platform, expanding on:

  • The Maropost platform, including the best, most-used features on the market
  • How and why we developed our platform’s level of functionality with unbeatable ease of use
  • Our history of 100% customer retention
  • Send-time optimization, based on user behavior
  • Maropost Top Choices: Group A vs. Group B combines "best of" from the test winner
  • Automated List Cleansing — Rules for auto-cleaning and reducing manual processes
  • Automated re-engagement process — Highlights and benefits

Sponsor Exhibition

 

Interested in learning more about what’s new in email marketing? See how our sponsors can help you achieve your goals in 2015. Meet thought leaders, discuss what’s going on in your organization and find solutions that fit for your needs. You can also use this time to connect with vendors you already have, ask questions about the platform or service and get advice on current challenges and trends.

Solutions Theater:

Get to Know Maropost: The Platform, the differentiators

Ross Andrew, CEO, Maropost

Who is Maropost — your titanium sponsor at Email Summit 2015?

The Maropost digital marketing platform enables marketers to use email, mobile, social and the Web to deliver integrated campaigns in simple and intuitive manner.

In this session, Ross Andrew, CEO, will discuss the inception and history of Maropost and explore the Maropost platform, expanding on:

  • The Maropost platform, including the best, most-used features on the market
  • How and why we developed our platform’s level of functionality with unbeatable ease of use
  • Our history of 100% customer retention
  • Send-time optimization, based on user behavior
  • Maropost Top Choices: Group A vs. Group B combines "best of" from the test winner
  • Automated List Cleansing — Rules for auto-cleaning and reducing manual processes
  • Automated re-engagement process — Highlights and benefits

3:45 PM

Networking Break

courtesy of  Maropost

4:15 PM

Featured Speaker:

The 5 Critical Questions Every Value Proposition Must Answer

Jose Palomino, President, Value Prop Interactive

Jose Palomino, President, Value Prop Interactive

A value proposition cannot only convey the big idea of why your "widgets" or "widget polishing services" are so important. Rather, buyers, especially sophisticated buyers, are looking to resolve their concerns in five distinct areas:

  • Why should I deal with you?
  • How will your offering affect us financially?
  • How will we manage and absorb your offering?
  • How does your offering compare to my alternatives?
  • How can I safely "step into" your offering (without losing my shirt or my job)?

These questions hang in the air for every buyer looking at a significant purchase and are also present when buyers are looking to invest their valuable time, even if it's just to investigate a possible purchase.

Value Prop Interactive's CEO, Jose Palomino, will guide you through the five critical path decision points that every buyer must process before becoming a confident buyer of your product or service, while connecting the dots for how to leverage these concerns into more compelling content and campaigns.

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7:30 PM

Official Email Summit Party

7:30pm to 10:30pm at Drai's Nightclub at The Cromwell Las Vegas, courtesy of  Maropost

 

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Email Summit 2015 has concluded.

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